Klemens Knöferle

Hoang, Chi; Knöferle, Klemens & Warlop, Luk (2023)

Using different advertising humor appeals to generate firm-level warmth and competence impressions

International Journal of Research in Marketing, 40(4) Doi: 10.1016/j.ijresmar.2023.08.002

An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal influences consumers’ perceptions of the advertised firms’ competence and warmth. Importantly, the competence and warmth signaling values of humor in advertising vary with the nature of the humor appeal. We specifically find that an incongruity resolution humor appeal enhances consumers’ impressions of the firms’ competence but only when consumers can resolve the incongruity. A tension relief humor appeal enhances consumers’ impressions of the firms’ warmth. Humorous self-disparagement reduces impressions of the firms’ competence, while other-disparagement reduces both warmth and competence firm impressions. We discuss how firms can use humor appeals in their marketing communication to signal their different qualities.

Weiss, Stephanie; Knöferle, Klemens & Vossen, Alexander (2022)

Meaningfully Different? How Visual Semantics Help New Ventures Achieve Optimal Distinctiveness

Proceedings and Membership Directory - Academy of Management Doi: 10.5465/AMBPP.2022.16061abstract

Knoeferle, Klemens & Spence, Charles (2021)

Sound in the Context of (Multi)Sensory Marketing

Deaville, James; Rodman, Ron & Tan, Siu-Lan (red.). The Oxford Handbook of Music and Advertising

Wang, Qian Janice; Spence, Charles & Knöferle, Klemens (2020)

Timing is everything: Onset timing moderates the crossmodal influence of background sound on taste perception

Journal of Experimental Psychology: Human Perception and Performance, 46(10), s. 1118- 1126. Doi: 10.1037/xhp0000820

Recent evidence demonstrates that the presentation of crossmodally corresponding auditory stimuli can modulate the taste and hedonic evaluation of various foods (an effect often called 'sonic seasoning'). To further understand the mechanism underpinning such crossmodal effects, the time at which a soundtrack was presented relative to tasting was manipulated in a series of experiments. Participants heard two soundtracks corresponding to sweet and bitter tastes either exclusively during or after chocolate tasting (Experiment 1) or during and before chocolate tasting (Experiment 2). The results revealed that the soundtracks affected chocolate taste ratings only if they were presented before or during tasting but not if they were heard after tasting. Moreover, participants’ individual soundtrack–taste association mediated the strength of the sonic seasoning effect. These results therefore imply that the modulatory effect of sound on taste was not driven by retrospective interpretation of the taste experience, but by mechanisms such as priming and crossmodal association. Taken together, these studies demonstrate the complex interplay of cognitive mechanisms that likely underlie sonic seasoning effects.

Moeni-Jazani, Mehrad; Knoeferle, Klemens, De Molière, Laura, Gatti, Elia & Warlop, Luk (2017)

Social Power Increases Interoceptive Accuracy

Frontiers in Psychology, 8 Doi: 10.3389/fpsyg.2017.01322 - Full text in research archive

Weiss, Stephanie; Knöferle, Klemens & Vossen, Alexander (2022)

Meaningfully Different? How Visual Semantics Help New Ventures Achieve Optimal Distinctiveness

[Academic lecture]. Academy of Management Annual Meeting.

Tabassum, Farhana; Knoeferle, Klemens & Warlop, Luk (2021)

Visual Illusion of Truth Effect

[Academic lecture]. EMAC 2021 Annual Conference.

Hoang, Chi Linh; Knoeferle, Klemens & Warlop, Luk (2020)

The smart joker: Resolving humorous incongruity in advertising facilitates impressions of firm competence

[Academic lecture]. Society for Consumer Psychology (SCP) Conference.

Hoang, Chi Linh; Knoeferle, Klemens, Krishna, Aradhna & Warlop, Luk (2019)

Consumers' Attribution of Mind to Possessions as an Impediment to Sharing

[Academic lecture]. Annual EMAC Conference.

Knöferle, Klemens; Paus, Vilhelm Camillus & Vossen, Alexander (2016)

An upbeat crowd: The effect of social density and instore music tempo on retail sales

[Academic lecture]. Society for Consumer Psychology (SCP) Winter Conference 2016.